合肥有线高清互动机顶盒营销策略的研究

发布时间：2018-09-17 08:20

【摘要】：随着IP网络技术和通信技术的发展,多种形式的电视媒介也如雨后春笋般呈现,数字电视时代终于到来,而智能手机移动视频业务、网络电视、IPTV等新兴媒介也都在冲击着广电有线电视的地位。合肥有线如果还是单靠电视节目内容、种类繁多的电视频道及单向的有线数字电视注定要被市场和观众抛弃,只有有效开展多种互动增值业务才可以把流失的观众拉回来,在与互联网、电信等其他运营商的竞争中站稳脚跟。每一种媒介都有一种或多种相应的终端来实现互动业务,高清互动业务如何推广,高清互动机顶盒作为终端如何营销成功就是合肥有线需要迫切解决的问题,本文旨在研究合肥有线高清互动机顶盒的营销策略。首先,运用SPSS等统计分析软件对合肥有线用户的相关数据进行统计分析,为制订适宜的营销策略提供数据支持;其次,分别运用PEST法和五力模型法来从外部宏观环境和外部微观环境分析合肥有线竞争环境,运用SWOT分析法分析内部竞争环境,并在此基础上制定具有针对性的4P营销策略。最后从改进高清互动机顶盒功能角度和分析三网融合趋势下有线电视发展来制定营销方案保障措施。本文主要研究结论为:合肥有线高清互动机顶盒作为业务平台,其营销成果关系到未来业务长远的发展;高清互动机顶盒应该选定高收入、有稳定收视习惯的、有体验新鲜事物个性的年青人群体;高清互动业务应更有个性化、专业化、细分化的产品开发,根据不同消费群体和产品差异制定适宜的价格标准、同时要加强营销渠道建设、注重和第三方的渠道合作业务并大力开展高清互动机顶盒的促销以快速占领市场,最后是制定并严格执行相应的保障措施来确保营销方案的成果从而最终巩固高清互动机顶盒目标市场。希望本文能对合肥有线的业务发展有着一定的参考意义。
[Abstract]:With the development of IP network technology and communication technology, many kinds of TV media are springing up, and the era of digital TV is finally coming, and the mobile video service of smart phone. Network TV IPTV and other emerging media are also impacting the status of cable television. If Hefei Cable still relies solely on the content of television programs, a wide variety of television channels and one-way cable digital television are destined to be abandoned by the market and viewers. Only by effectively developing a variety of interactive value-added services can we pull back the lost audience. In the Internet, telecommunications and other operators to stand firm in the competition. Each medium has one or more corresponding terminals to realize interactive services. How to popularize high-definition interactive services and how to successfully market high-definition interactive set-top boxes is an urgent problem to be solved by Hefei Cable. The purpose of this paper is to study the marketing strategy of Hefei Cable HD interactive set-top box. First, using SPSS and other statistical analysis software to analyze the relevant data of Hefei cable users, to provide data support for the formulation of appropriate marketing strategies; secondly, PEST method and five-force model method are used to analyze Hefei wired competitive environment from external macro environment and external micro environment, and SWOT analysis method is used to analyze internal competitive environment. On this basis, 4P marketing strategy is formulated. Finally, from the point of view of improving the function of HD interactive set-top box and analyzing the development of CATV under the trend of triple network convergence, the guarantee measures of marketing scheme are worked out. The main conclusions of this paper are as follows: Hefei Cable HD interactive set-top box as a business platform, its marketing results related to the long-term development of future business, HD interactive set-top box should select high-income, have stable viewing habits, The group of young people who have the personality to experience new things; the high-definition interactive business should be more personalized, specialized, and differentiated product development, according to the different consumer groups and product differences to formulate appropriate price standards, and to strengthen the construction of marketing channels, Focus on channel cooperation with third parties and vigorously promote high-definition interactive set-top box in order to quickly occupy the market. Finally, the corresponding safeguard measures should be formulated and strictly implemented to ensure the achievement of the marketing program and finally consolidate the target market of the HD interactive set-top box. Hope this article can have certain reference significance to the business development of Hefei Cable.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F;F274

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